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deck · last reviewed 1 August 2026

Value-Based KAM: The Four Things

The deck we open engagements with. The four things that decide whether key accounts pay off, and what building each one actually involves.

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Value-Based KAM: The Four Things cover

The thinking behind it

Mark Davies

Why you keep rebuilding your KAM programme

Four out of five sales organisations rebuild their key account programme every few years. The rebuild is treated as a failure of effort. It is almost always a failure of capability.